When Baskin-Robbins collaborated with Sony to launch Across the Spider-Verse Pt 1, they challenged us to devise a campaign that would make sense to fans, retain the pop culture spirit of the Marvel franchise and remain faithful to what both brands stood for.
My Tasks
- Creative + Art Direction
- Design Lead
- UX + UI Design
- Motion Design
Client
- Sony
- Baskin-Robbins
Agency
- Type and Pixel
THE IDEA
Just as the multiplicity of worlds is central to the Spider-Verse, the multiplicity of flavours is central to Baskin-Robbins. This became the lynchpin of our campaign, giving birth to our creative platform: Enter the Flavour-Verse. An invitation to fans of both brands to immerse themselves in an alternate universe – one where flavours and superheroes collide.
The Execution
Augment Reality
Gameplay
At the heart of the campaign was a gamified 3D AR experience which placed fans inside the action, giving them the chance to save the Flavour-Verse using their virtual web-shooters. A custom mobile site leveraged the movie’s visual aesthetic and glitchy, sci-fi elements, while a paid digital campaign spread the word.
The Results
This collaborative campaign delivered many impressive outcomes. It’s earned multiple prestigious industry awards, significantly boosted brand engagement and revenue, and helped to make Spider-Man: Across the Spider-Verse Part I the biggest animated hit in Sony’s history.
14
%
YoY Sales Growth
1
M+
Total Reach
267
%
Return On Investment
90
k+
Gameplays
Explore More Explore More
Explore More Explore More
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Lumify
Lumify
Atlantis Sleep
Atlantis Sleep
Ecoish
Ecoish
Project 4 Change
Project 4 Change
R3HYDR8
R3HYDR8
Logofolio ’20
Logofolio ’20
PinkCab
PinkCab
Stellar Hair